Communicating Organisational Vision Through Effective Video Content
Organisational vision and goals are sometimes viewed by employees as being unrelated to their day-to-day roles. They may seem like rather lofty aspirations, confined to business strategy and planning meetings, but not impacting on how their jobs are done.
If you’re a business owner or internal comms manager you will know that this is untrue – or it should be. Company vision, values and objectives should be embedded into an organisation so that these influence every activity, interaction and communication; keeping all involved on the same page.
Employee Engagement And Vision
Employee engagement is a tricky thing, without it your business can suffer as low morale impacts on customer service, productivity, and growth. Many organisations try to retain staff through financial incentives – performance rated pay, bonuses and salary increases, benefits and perks. While money is obviously going to be a motivating factor, people still leave or underperform regardless of their financial compensation.
This is where your organisational vision, values and goals can be an effective tool for employee engagement, staff retention, and for communicating your company brand through all employee / customer interactions.
How to Get Employees Excited About Your Business Vision
Is your business vision exciting? This could be your first stumbling point. I don’t mean that it needs to be exciting in an action-thriller kind of way, but something that your employees want to get behind and support.
Nor does it mean that you need to get employees’ agreement on your organisational values before setting them in stone. Although many vision and values exercises are conducted in consultation with employees, this doesn’t have to be the case. However, what you do need to do is communicate your vision in such a way that it does engage and excite your employees. How?
Communicating Organisational Vision, Values and Goals
Video content is an extremely accessible format for communicating big ideas. It can convey not just hard facts and stats, but energy, emotion and vision. This is why it’s ideally suited for communicating your business vision, and rallying support from your team. With targeted video communications you can address those trigger points that will get buy in from your employees, and convert them into brand advocates.
This can be especially true when communicating with the lower echelons of your organisation. They may not be so receptive to management-speak about business vision, strategies and the like. If there’s a chance that your traditional communications may be met by skepticism, accusations of ‘talking bulls**t’, or just a sense of ‘them and us’, you may find that video offers an effective solution.
Video content can be used to demonstrate how your employees’ roles are an integral part of your company machine, how their contribution helps meet business goals, and can identify key factors that employees’ should be proud of and want to support.
Video Comms Vs. Traditional Comms
Consider these two approaches. Approach number one is to email all employees and stakeholders within an organisation with a document entitled ‘Our Company Vision’. For senior managers and department heads this probably cements a process that they’ve contributed to; they are likely to be receptive to it because they already have some vested interest in the document; and their own objectives will be directly related to the core business vision. At the very least they are used to this type of communication and will easily be able to see how it fits with their role.
But as you progress down through an organisation this approach becomes less effective. Unless line managers are clearly communicating the business’ vision in a relevant way to their team, those individuals will find it harder to apply the document to their roles and tasks. A business vision or mission statement such as ‘Being the number one…’ is not going to engage employees unless they can see how it relates to their own personal goals. Instead they may assume that this company vision will only benefit those at the top. Any internal comms manager who has tried this approach will know that many emails and attachments will go unopened.
No doubt ‘Our Company Vision’ was written using all the tools available to make it a compelling and engaging communication. But will it be read in that way? When the skeptical customer service operator opens that document, will they really get a sense of the opportunities and excitement this document represents? Or will those nuances in language and grammar be missed, clouded by preconceived ideas that a business vision is not going to improve their situation?
Now for approach number two. The organisation commissions a short video that conveys the business vision to a targeted audience. The video is aimed at those employees who historically will not engage with traditional comms such as the ‘Our Company Vision’ document. Instead the video communicates the business vision showing how this vision will improve jobs and employees’ wellbeing.
For example, by ‘being the number one…’ sales teams will find it easier to attract new customers, helping them meet targets and earn their commission. For those working in production ‘being the number one…’ will mean more orders and therefore more investment in their department, making their jobs easier and improving their working environment.
Using a format that naturally engages people whatever level in an organisation; that can speak to individuals in a personal way; that can tug at heartstrings where necessary, or install a sense of pride purely through imagery and audio recordings; gets results.
Even the skeptic can’t misinterpret the core message if delivered in a relevant way. As for unopened attachments, most employees would much rather watch 2-3 minutes of video content than read a lengthy company report.
As well as creating content that will engage with your existing employees, video is also great for your employer brand. If you want to communicate your business vision to potential employees, whether during the recruitment process or through employee advocacy, video is the perfect tool to reach those individuals. Not only is it easy for you to share a video about your business vision, through social media, email or even sharing a link or embedding it into an online job description; your existing employees can also share the content too.
I would suggest that any organisation that expects to grow and has a requirement to recruit new staff looks at how they can create video content that their existing employees will want to share. Organisational vision is the perfect subject to do this with, if you can create content that your employees buy in to and install a sense of pride in their company, they will want to tell other people about it.
To explore the potential of internal video comms for conveying your organisational vision and values, get in touch to see examples of our work. Leave a comment below or contact the nrg Digital team directly.